It's always good to hype yourself, as any PR firm will tell you. It must have been quite a quiet day for them to manage to get this featured in the trade press.
Quite interesting as this is the kind of thing you would expect from a "Naked" rather than a PR firm.
One of those nice ideas that seem completely obvious when they happen, but would have actually taken lots of effort to convince the client to pay for it. Only worth it if it generates some of this PR really.
Wonder if it was aimed at media types so that they were likely to be advertising in it rather than to get people to watch the show...